All of the 250 invitation-only attendees of next week\u2019s AT&T event titled The Relevance Conferences are aware that the \u201cnew\u201d AT&T will be a big operation with lots of scale. So what exactly should the \u201cofficial reveal of their offering\u201d communicate to the industry?<\/p>\n
\u201cWhat everyone\u2019s anxious to understand is a bit more of the how. With a massive footprint, with all the opportunity across data and content, how are they bringing that together seamlessly from an agency perspective and to marketers?\u201d says Amanda Richman, U.S. CEO of the Wavemaker agency.<\/p>\n
\u201cHow are they distinguishing themselves and how might they set some new industry standards as well?\u201d she adds in this interview with Beet.TV in the walkup to the AT&T confab.<\/p>\n
When the current AT&T Advertising & Analytics takes on a new moniker that will be announced early on at the event<\/a>, one of its big competitive advantages will be its understanding of audience behavior across various platforms. Given its progress into digital television \u201cand with the content layer on top of that now with all the Warner Media assets, it seems to be an opportunity for a seamless end to end solution.\u201d<\/p>\n She notes that the term \u201crelevance\u201d is very often tied to targeting and precision marketing, which encompasses eliminating waste, \u201cBut I think there\u2019s a white space around that emotional connection that brands need to make and how brands can actually connect on the heart as well as the mind across devices,\u201d says Richman.<\/p>\n